The motto for the town of Fernie, British Columbia, “In Montibus ad flumen,” translates to “In the Mountains by the River”—a fairly exact description of the Ktunaxa people’s land that the town is now located on. Tucked in the Elk Valley, Fernie is hugged from the south by the Lizard Range in the Canadian Rockies and the Crowsnest Range to the east. The Elk River …
Founded in 1964 in Northern Vancouver (aka The North Shore), Norco is a humble Canadian brand that makes mountain bikes that are up to the challenge. The North Shore is thought to be the birthplace of free-ride mountain biking and is, without question, home to some of the gnarliest trails in the world, giving Norco a leg up in testing. It should be no surprise …
The need for better women-specific mountain biking clothing has long been evident, since the “shrink and pink” concept doesn’t cut it with lady shredders. Although there are more and more options appearing daily, these tend to be polarized with a style of riding—oftentimes resulting in full matching kits. Katy Hover-Smoot and Cassie Abel (experienced in the outdoor industry, having held positions at Specialized Bikes and …
